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(May 31, 2001) -- Procter & Gamble Co. has signed an estimated $300 million deal with Viacom's cross-media unit that allows the marketer to advertise on a range of the media company's TV properties, as expected.

News of the talks between the companies and the scope of the deal was first reported by Advertising Age.

The P&G-Viacom deal allows the package goods company to advertise across 12 Viacom TV properties: CBS Television Network, MTV, MTV2, VH1, Nickelodeon/Nick at Nite, CMT, BET, UPN, TV Land, Paramount Television, King World and Comedy Central.

The pact, billed as the largest cross-media deal, comes at a time when marketers are increasingly making multiplatform arrangements with large media companies such as Viacom and AOL Time Warner to allow for integrated campaigns and more favorable pricing.

"This agreement is not simply a media deal. It goes well beyond media purchasing to expand opportunities for our brands to strategically leverage Viacom Plus entities," Bob Wehling, global marketing officer for P&G, said in a statement. "Through our enhanced relationship with Viacom Plus, P&G gains greater access to desired programming and significantly increased opportunities for co-marketing programs."

MediaVest U.S.A., New York, P&G's broadcast agency, handled the deal for the package goods giant. -- David Goetzl

Copyright May 2001, Crain Communications Inc.

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